using the internet to market products and services 11
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Using the Internet to market products and services
Agenda
• What is Internet Marketing• Internet Marketing 1.0 vs 2.0• The Internet Marketing Mix
What is Internet Marketing
The application of the internet and related digital technologies to achieve marketing objectives.
It requires a comprehensive strategy that combines the company's business model, sales goals and customer relationship management with its web presence, focusing on its target market through proper choice of design, functionality and media.
What is Internet Marketing
Limitations
• Digital literacy• Internal capabilities• Intangibility• Security
What is Internet Marketing
Uses of Internet by companies
•Be•Show•Promote•Sell•Support
What is Internet Marketing
Advantages
•Cost•Convenience•Simplicity•Effectiveness•Measurability•Target / relevance
Agenda
• What is Internet Marketing• Internet Marketing 1.0 vs 2.0• The Internet Marketing Mix
Internet Marketing 1.0 vs 2.0
1.0: Build the right site…
… get as many links as you can.
COMPANY’sWEBSITE:• NICE DOMAIN• FANCY DESIGN• GOOD USABILITY• REVELANT CONTENT
Banners
links
directories
affiliate
Internet Marketing 1.0 vs 2.0
2.0: Build the right site, get the links…
… push your content to the users.
COMPANY’sWEBSITE:• NICE DOMAIN• FANCY DESIGN• GOOD USABILITY• REVELANT CONTENT
Banners
Adwords
Directories
affiliate
Agenda
• What is Internet Marketing• Internet Marketing 1.0 vs 2.0• The Internet Marketing Mix
Internet Marketing Mix
eProduct
• eBay• NetFlix• Portal Clix• Destakes
•Specific internet based servicesand products (e-commerce and media)
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Mass customization
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Mass customization• Customer driving
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Mass customization• Customer driving• Customer feedback
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Augmenting the core product• Servicing
Internet Marketing Mix
eProduct
• Specific internet based services and products• Improving the core product• Augmenting the core product• Servicing • Recommendations
Internet Marketing Mix
ePlace
• Ano(the)r sales channel • Main company site• Third party sites• Affilate sites• Neutral sites• Social Network
Internet Marketing Mix
ePlace
• Ano(the)r sales channel • The long tail
SALE
S
TITLES
The Long Tail
source: wired.com; © Chris Anderson
PHYSICAL RETAILER(FNAC)
HYBRID RETAILER(AMAZON)
DIGITAL RETAILER(iTUNES)
The Long Tail
source: wired.com; © Chris Anderson
The Long Tail
source: wired.com; © Chris Anderson
Internet Marketing Mix
ePrice
• Special Internet prices • Pay per use / download• Special Discounts• Promotional codes• Refund Policies• Volume pricing
• Price transparency - Benchmark
Internet Marketing Mix
ePrice
• Special Internet prices• Is Internet Free ?
• Price transparency - Benchmark
Internet Marketing Mix
ePromotion
• Ways to promote your product /service online:• Use new media• Support the buying process• Retain customers with it• Integrate with offline
campaigns
• E-zine
• E-zine• Banners• Interactives
• E-zine• Banners• Interactives• Blogs
• SEO – Search Engine Optimization• PPC – Pay per Click• Paid Inclusion
• E-zine• Banners• Interactives• Blogs• Text ads• SEM
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Gadgets
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Gadgets• Viral Videos
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Gadgets• Viral Videos• Augmented
Reality
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Gadgets• Viral Videos• Augmented
Reality• Apps
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Gadgets• Viral Videos• Augmented
Reality• Apps
• E-zine• Banners• Interactives• Blogs• Text ads• SEM•Messenger• RSS• Gadgets• Viral Videos• Augmented
Reality• Apps• Social
Networks
References
http://sensacom.com/web_glossary.htmlhttp://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.htmlhttp://www.marketing-insights.co.uk/wnim0602.htm#_Toc12064587http://www.marketing-insights.co.uk/wnim0702.htm#_Toc14255486http://creativezone.eyeblaster.com/Data/Uploads/ResourceLibrary/10Things_branding.pdfhttp://en.wikipedia.org/wiki/Web_marketinghttp://www.squidoo.com/sethhttp://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=1http://www.wired.com/wired/archive/12.10/tail.html